HEINZ & ABSURD BIRD UNVEIL PLANT-BASED DHOOM! BURGER FOR VEGANUARY Heinz and fried chicken chain, Absurd Bird, have teamed up to create the mouthwatering new DHOOM! vegan burger. It was only available during Veganuary, and the limitededition burger combined plant-based classics - Heinz Tomato Ketchup and Heinz Beanz - with the distinctive, delicious flavours of Mumbai. Sure to delight vegans, vegetarians, flexitarians and carnivores alike, it was available for dine-in and delivery across five Absurd Bird restaurants in the UK.
once again that plant-based can be packed with flavour
T
Burger takes plant-based eating to another dimension.
and excites a variety of diners, from hardcore vegans to flexitarians and curious carnivores.” Omar Romero, Global Culinary Director, Kbox Global said: “At Absurd Bird we are crazy about flavours, and our dedicated team draw inspiration from our native countries and beyond to develop unique combinations, always pushing boundaries and asking, ‘Why not?’. Our new vegan DHOOM! Burger is the result of this process. It’s an amalgamation of our classic American fried chicken and Heinz staples rethought to create a loaded plantbased burger, stuffed with textures and flavours found in the bazaars of Mumbai. And it worked – the DHOOM!
ranslated as ‘explosion’ in Hindi, the DHOOM!
What makes it ‘absurd’? The size, the indulgence, the
Burger shows just one way to put a twist on Britain’s
rollercoaster of textures and flavours in this Indian-
much-loved plant-based staples. Heinz Beanz
American fusion that just so happens to be plant-
are refried with a top-secret masala spice mix
based. From the freshness of the chat pickles to the
to pack a fiery punch, while traditional Heinz Tomato
sweet and sour of the mango slaw, the crunchiness of
Ketchup made with sun-ripened tomatoes, gets a
the chick’n and the kick of the ketchup, it’s a festival
sizzling infusion of chillies and ginger to create a
of flavours in every bite.’
zingy tandoori-inspired sauce. Complete with Absurd Bird’s crispy vegan chick’n fillet, the burger is stacked
Toni Vernelli, International Head of Comms & Marketing, Veganuary, concludes: ‘Each Veganuary,
high with chat pata pickles, coriander, and Maharashtrian
we hope to showcase the versatility of plant-based food,
shengdana peanut crumble, all nestled in a toasted brioche
without compromising on flavour or quality, and the Absurd
bun.
Bird x Heinz partnership is doing exactly that. The addition
Asmita Singh, Marketing Lead, UK Foodservice at Kraft
of world flavours is one of many ways we can simply, yet
Heinz said: “Lashings of Heinz Tomato Ketchup make
effectively, introduce new seasonings to challenge and
everything better – from burgers & fries to samosas &
excite tastebuds, inspiring vegans and non-vegans alike to
savoury snacks. Teaming up with Absurd Bird was an
enjoy plant-based meals more often.’
amazing way to take a new journey with the Unmistakeable
The DHOOM! burger was available until 31st January
Taste of Heinz. Here we showcase how you can elevate any
in Absurd Bird sites including Spitalfields and Soho in
dish by using our brilliantly simple products with a twist.
London, Exeter, Leeds, and Glasgow as well as via Just Eat
We hope this burger lands with a DHOOM! and shows
and Uber Eats.
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Fastfood Professional • February and March 2022
February and March 2022 • Fastfood Professional
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